SOCIAL MEDIA MASTERS: Advanced Level Conference Series for Marketing Professionals. To attend Social Media Masters in Toronto, please visit
http://smm11tor.eventbrite.com/ to purchase your ticket.
Members of Social Media Club can save 30% by using the code 'SMCTOR' when registering.
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If you are a Social Media Professional wanting to take your skills to the next level, or an online marketer expanding your capabilities, this program is your chance to go beyond a typical introductory course and get advanced training from true Social Media Masters.
This conference is a unique opportunity to develop your own mastery of social media for Marketing and Communications, with an emphasis on engagement.
Whether you are in charge of a department in a large organization, you are responsible for multiple clients within an agency, or you are an independent professional deepening your skills and knowledge, this event will help you advance your career and accomplish your goals in key areas of social media marketing.
Produced by Social Media Club, the world’s leading association of Social Media Professionals and Sensei Marketing, a firm specializing in customer acquisition and social engagement for the enterprise, Social Media Masters is a premium event for leading brands and social media strategists.
THE SCHEDULE
9:00am - 6:00pm
* Building Corporate Social Infrastructure with Sam Fiorella
* Corporate blogs: Trends, best practices and 10 ideas to make them not suck with Mark Schaefer
* Emotions - The Heartbeat of Success in Marketing with Judi Samuels
* PR Meets Social Media Marketing with Deb Weinstein
* Social Business, Holistic Strategy with Chris Heuer
* Word of Mouth Marketing: Creating Buzz and Engaging Influencers with Sean Moffitt
Sessions for this event are:
BUILDING CORPORATE SOCIAL INFRASTRUCTURE
It's no secret that C-Suite execs in most large businesses have been slow to acknowledge the social economy or to formalize and fund social engagements across their organizations. But the communication tidal wave that is social media cannot be stopped and many business silos have begun their own individual efforts given the lack of executive leadership in this area. Be it Customer Service Managers scouring Twitter feeds, HR teams monitoring LinkedIn, Marketers advertising in social networks or PR Professionals engaging social influencers, most enterprises are engaged in social relationships through disjointed efforts initiated by the customer or customer-facing departments. Therein lies the challenge for enterprise leaders; and the opportunity if they accept this call to action. How does the enterprise adapt to the internal communications changes that are pushing it to be more open? More social? The employee's adoption of social communication does not translate well to the kind of work groups that are formed in most businesses. So the inevitable introduction of social networking-style communication into an office culture will have powerful implications on how businesses are structured and managed. But you need to understand how to enable it without losing control of your business' corporate vision.
In this session Sam will outline:
(1) The challenges that social communications will place on your workforce and business silos
(2) The needs, abilities and challenges of generational communications within the organization
(3) Cross-silo methodologies used to embrace and take advantage of the changes in how people communicate
(4) Using real examples from the corporate world, you'll leave the session with a blue print for your own corporate cross-silo social communication plan.
CORPORATE BLOGS: TRENDS, BEST PRACTICES AND 10 IDEAS TO MAKE THEM NOT SUCK Corporate blogs are mystifying, frustrating, time-consuming ... and perhaps one of the most powerful marketing weapons in your arsenal. In this fast-paced session, Mark Schaefer will discuss the solid business reasons to blog (even if nobody reads it!), current trends and best practices, the myths of community, and practical organizational tips to help your blog break through.
EMOTIONS- THE HEARTBEAT OF SUCCESS IN MARKETING
Human beings make decisions based solely on their emotions. Let's be clear – making a decision based on an emotion neither means that you will hold hands with all your neighbours and sing kumbaya, nor does it mean that you will break down and cry at the very sight of that one pink tablecloth you've been so desperately trying to find. What it does mean however, is that your consumer (and your client, and your employee and all the folks in your community) are passing judgement and making decisions about you, about what they buy because they feel something. It is critical for businesses to deeply understand the emotions behind human consumption in order to be successful.
For social media enthusiasts and experts alike, this is a point of great positive emotion! Positive emotions provide a foundation for growth and exploration and build the intellectual, social and physical capital for further growth and development. It feeds itself. Take a good look at those online communities that thrive – positive energy and emotion flow so freely, one often feels the impulse to jump in. This means that social media platforms have given marketers an important tool to expand those positive emotion touchpoints with consumers and to nurture those relationships. Judi will share insight on emotional marketing and leave you with a few pointers on how to ensure emotions are considered in your next marketing campaign… Not to mention, you'll feel really good about it too!
SOCIAL BUSINESS, HOLISTIC STRATEGY After spending the past 12 years on the top of search results for “holistic business strategy”, Chris Heuer believes the day has finally come for his insights to become part of mainstream management thinking. As the disruption caused by social media reverberates across all aspects of organizational operations and culture, market leaders are turning to social business to transform the enterprise and seize a competitive advantage. The rise of social business is not only the sucessor to eBusiness, it signals the dawn of the post digital era. Today, being digital is expected, it’s the price of entry. If you can’t think holistically, collaborate across traditional organizational boundaries, optimize your organization to act as one and earn the trust needed to truly serve your market, your business may soon be extinct. Chris will share his insights on how to think and act like a social business along with the perspective from his colleagues at Deloitte Consulting LLP on the dawning of the post digital era.
PR MEETS SOCIAL MEDIA MARKETING
Welcome to the wild wild west of social media marketing, where quality trumps quantity and content reigns supreme, Marketers the world over are turning to the virtual space to push their brands, good and services, thanks to the internet’s far-reaching power to get branded news out there and hopefully into the right people’s hands, heads and hearts. But how to achieve lift-off? Never before has PR, with it’s awesome ability to target specific audiences with relevant, credible P2P (person to person) info that promotes positive consumer awareness and buy-in, held such sway. PR has moved from a ‘nice to have’ to a ‘need to have’ in the rapidly changing marketing mix, and Canada’s leading PR practitioner, Deborah Weinstein, president of Strategic Objectives, Canada’s most award-winning PR agency, will take you on a deep dive into this now essential marketing practice – complete with case studies and tips on how to create an effective, results-driven strategy.
WORD OF MOUTH MARKETING: CREATING BUZZ AND ENGAGING INFLUENCERS Leading industry thought leader and practitioner Sean Moffitt delivers a session that provides a 360 degree overview of the world’s, culture’s, business’ and marketing’s greatest force – word of mouth. On the social web, word of mouth rules more than it ever has, so step back and enjoy a tour du force of buzz, evangelism, word of mouth, referral and passalong wisdom from one of the industry’s best . Sean will take you through the 36 reasons why people buzz, the 6 types of influencers and what motivates them, a simple WOM planning and building model, some street-savvy shortcuts for getting the right message out at the right time to the right people, some great case studies and some thoughts on institutionalizing word of mouth in your organization and also a look at some word of mouth watchouts, tools and what word of mouth will look like in the future. Many WOM lessons were not only learned up close but also gleaned from studying the world’s top 100 social brands in his recent book Wikibrands – Reinventing your Company in a Customer-Driven Marketplace (www.wiki-brands.com) If you have any interest in understanding what influences today’s customers in what they buy, think and do, don’t miss this session.
To attend Social Media Masters in Toronto, please visit
http://smm11tor.eventbrite.com/ to purchase your ticket and save 30% off by using code SMCTOR.
PLEASE NOTE: All ticket sales are final. No refunds will be issued, although tickets are transferable. If you would like to change the name of the attendee on your ticket, please contact Kristie Wells at kristie [at] socialmediaclub.org. Thank you.
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